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Ascot Racecourse has hired Mercier Gray to handle its advertising,

with a brief to attract a family audience.

The agency will produce a summer marketing campaign including TV, radio

and press ads. Royal Ascot, which takes place in June, is usually a

sell-out, but Ascot hopes that marketing activity will increase

attendance for other race days.

The advertising, which breaks in mid-June, will be backed by direct

marketing and promotional activity.

Mercier Gray, which won the work after a four-way pitch, was selected by

Ascot sales and marketing director Danny Homan.

Ascot is currently trying to replace Homan, who is leaving to join

Historical Royal Palaces in August as marketing director (Marketing, May

25). Ascot previously used Windsor-based BH-McCann for its ad

activity.

Mercier Gray will focus on promoting the racecourse as a venue that

provides a whole day of entertainment for a wide variety of consumers.

The venue currently attracts 450,000 racegoers each year.

Homan said: ’Mercier Gray’s experience in the leisure sector drew us

toward appointing them.’